Videos of Routines Are Better than Focus Groups and Surveys

ChangeByDesignBK.jpg

Source of book image: http://bobsutton.typepad.com/.a/6a00d83451b75569e20120a5fa1e26970c-800wi.

(p. W8) Mr. Brown argues . . . emphatically for the close observation of users in their natural habitats. Traditional market-research tools–focus groups, surveys–rarely produce breakthrough findings, he claims. IDEO and others follow users around–making video recordings of them as they go about their routines, recording conversations with them–to build an understanding of what they really need. An IDEO employee in the health-care area, for instance, pretended to have a foot injury and checked himself into an emergency room with a hidden video camera to get a better view of the patient experience. This anthropological form of market research, Mr. Brown notes, has been adopted by companies such as Intel and Nokia.

For the full review, see:
DAVID A. PRICE. “The Shape of Things to Come; Design is more than aesthetics and ease of use. It’s a way of doing business.” The Wall Street Journal (Fri., OCTOBER 9, 2009): W8.
(Note: ellipsis added.)

Reference the book being reviewed:
Brown, Tim. Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. New York: HarperBusiness Publishers, 2009.

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